Out-of-home advertising – statistics & facts

Outdoor or out-of-home (OOH) advertising tries to reach consumers when they are not at home. The medium received around five percent of the 2022 global ad spending, ahead of radio and print. Examples of OOH media include traditional and digital billboards, posters, transit displays (on and in buses, trains, and airplanes), and place-based media (in public facilities, stores, and other commercial establishments). Unsurprisingly, the mobility restrictions following the pandemic severely impacted this medium, leading the global OOH ad spend to plummet by over a quarter in 2020. The figure consistently recovered since, but in 2023 it would remain slightly below 2019 heights, at an estimated 42.14 billion U.S. dollars. Only the 2024 forecast indicates a complete revival, with the annual value reaching 45 billion dollars. The recovery speed is likely to vary across the globe, however. The outdoor ad expenditure in the United States and Canada – which account for roughly 24 percent of the worldwide figure – is projected to barely surpass 2019 levels by 2024.

OOH media in the U.S.

As one of the most influential advertising markets on the planet, the U.S. harbored over four million outdoor ad displays in 2022, among transit, place-based, billboard, and street furniture. The latter subsegment encompasses ads on bus stops, taxi stands, benches, traffic barriers, etc. Whereas all advertisers may benefit from that exposure, some deem it a more critical part of their marketing strategy. In the penultimate quarter of 2022, for instance, the media and advertising sector was the fastest-growing OOH category in the U.S., raising its expenditure by 32 percent compared to the same period a year earlier. Public transportation, hotels, and resorts followed, with a year-over-year (YoY) growth rate of 26 percent. In recent years, advertisers also boosted the spreading of an increasingly popular format, the digital billboards – whose expansion continued regardless of the coronavirus outbreak. Between 2016 and 2022, the number of digital billboards in the U.S. skyrocketed by about 80 percent, turning videos, interactive ads, and 3-D technology into recurring features within outdoor media.

DOOH's expansion

During a mid-2022 survey among agency and ad executives in the U.S., almost half included digital out-of-home (DOOH) among the media developing the most innovative opportunities for advertisers. The medium was third only to social media and mobile. As a result, the subsegment has been slowly rising in relevance. According to forecasts, DOOH's share in total outdoor ad spend in the U.S. will surpass one-third in 2023 and exceed 40 percent by 2026. Other sources predict a nominal expansion on a global level, too. While DOOH ad revenue worldwide will amount to an estimated 11.7 billion dollars in 2023, the value is projected to increase by more than 40 percent in four years, reaching 16.6 billion dollars by 2027.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Apr 14, 2023

Key insights

Global outdoor ad spend
42.14bn USD
Top industries rising DOOH ad spend
Entertainment, media, and governments
World's top OOH companies by revenue
JCDecaux, Clear Channel, and Lamar
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